本文从理论角度对CCTV广告招标十三年历程进行归纳和总结。按时间发展先后顺序,文章分别从招标和投标两个纬度展开。一方面分析央视历年广告招标结果及招标机制的演进,另一方面研究企业在不同阶段的投标态象。最后,探求招标这一模式的影响,对其作用和影响进行解析和评价。 This article summarizes the thirteen years of CCTV advertising bidding from the theoretical perspective. According to the order of time development, articles from the bidding and bidding two latitudes start. On the one hand analysis of CCTV calendar year ad tendering results and the evolution of bidding mechanism, on the other hand research the bidding status of enterprises in different stages. Finally, explore the impact of bidding this model, its role and influence analysis and evaluation.